Whether it's a jingle or a pop song, if you play a catchy song over and over again with cute lyrics, people remember it. Advertising Continue reading below And, boy, do they. I've never had to replace my windshield, but I have the clink of Giant Glass from Massachusetts irrevocably stuck in my brain. I can't recite it because I have such an affinity for windshield repair, I can recite it because I watched too much TV as a kid and every commercial break during Red Sox games started with this song, said Ryan Coons, editor. at creative agency Struck. It's the same reason I can swear up and down that I can't stand Maroon 5, but somehow I still know the words to Sugar.
It was designed to get stuck in my fax list head and through endless repetition I was beaten into submission. Indeed, according to McCambley, reach and frequency is a nice way of saying boring repetition and, long ago, jingles helped brands capture consumers' attention even if those consumers left the show during commercial breaks. Our job is to make people remember a brand when they look for a product on a store shelf. In that way, a jingle is the , Coons said. As a device, jingles don't have to worry about being relevant, they have a job: to get stuck in your head. Advertising Continue reading below What's more, Coons said that's precisely why consumers remember Mr. Clean's jingle: it's a catchy song.
Jingles cut the noise And, according to Davis, jingles can still be used to break up the clutter of our oversaturated, always-on, highly competitive world and simultaneously give consumers a sense of familiarity and comfort. Given the competitive state of a consumer's attention - anything that will provide an edge to break through, grab attention and sustain brand recall is vital, said Daniel Lobring, chief executive of the communication to the integrated sports marketing agency rEvolution. With consumers watching - or more likely just listening to - video ads, TV ads, internet radio ads, etc., there's a good chance that a memorable hook over a simple read will grab their attention, good or bad.